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Tl 051 Social Innovation and Sustainability Case Studies

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Tl 051 Social Innovation and Sustainability Case Studies TL 051 SOCIAL INNOVATION AND SUSTAINABILITY: CASE STUDIES IN THE USE OF ELECTRIC POWER IN UNDERPRIVILEGED COMMUNITIES IN BRAZILIAN NORTHEAST FERNANDA GABRIELA FELDMAN BORGER 1; BELMIRO N. JOÃO 2; ICARO A. CUNHA 1 1 CATHOLIC UNIVERSITY OF SANTOS; 2 PONTIFICAL CATHOLIC UNIVERSITY OF SÃO PAULO Abstract About 1.8 billion worldwide do not have access to electric power and 2.4 billion still use wood to cook. This paper is about the use of electric energy universalization plans by underprivileged communities in Brazil. The main objective is the creation of a sustainable model. A study was made of the legal aspects (universal access to electric power and regulations) as a necessary, but not sufficient condition for any development project to present systemic effectiveness and for the integration of the participation of the State, as a whole, together with the power sector, so as to make actions part of public policies. So public policies and social exclusion is the subject of this paper. The methodological procedures began with a research of the bibliography and documents, a survey carried out through semi-structured interviews and the study of cases. We consider underprivileged communities those that are isolated, that is, are not served by electric power services. The concept of sustainability adds to the dimension of social equity that of environmental sustainability, which is based on the double ethical requirement of synchronic solidarity with current generation and diachronic solidarity with future generation, demanding the use of multiple time and space scales. The projects in small communities involve their life cycle, which consists of different stages: start, planning, execution, control and closing. The qualification and role of leaderships in community projects is important in the scope of this paper. These were carried out in low income communities where the price of public services is often prohibitive. Indicators of underprivileged communities and of sustainable power development were used. This paper shows a trend for making power sector legislation more socially inclusive, particularly through the electric energy universalizarion of services. The management of the power problems that afflict the bottom of the pyramid involves elements that are relevant for developing countries and issues like sustainable development; clean and distributed energies; local knowledge and global reach; private companies with support and investment policies (public and private) to achieve scale are part of this agenda. Key words social innovation, Bottom of the Pyramid, Electric Power sector, sustainability Introduction In the whole world about 1.8 billion individuals do not have access to electricity and 2.4 billion still use wood to cook. This paper is bout the universalization of the use of electric power by underprivileged communities in Brazil. New trends and business models, such as the bottom of the pyramid (BOP - Bottom of the Pyramid ) by Prahalad [1], are altering the offer of products and services in general as well as the issue of social inclusion [2] through public services like electric power and innovative solutions such as micro franchising [3, 4] for the BOP. This concept of a business model is a new approach proposed by Prahalad and Hart [5]. According to the authors, the BOP segment provides a new context for corporate innovation, company strategies and the development of community organizations. Brugmann and Prahalad [6] shows with the liberalization of markets is forcing executives and social activists to work together. They are developing new business models that will transform organizations and the lives of poor people everywhere. Ricart et al. [7] and London and Hart [8] extend the BOP model to transnational companies. Christensen et al. [9] shows the catalytic innovation for social change. The authors present these guidelines in how to identify social innovations worthy of your investment: look for evidence of existing catalytic innovators; identify specific catalytic innovations and assess prospective recipient’s ability to implement the desired innovation. The objective of this article is to identify, describe and analyze cases of provision of electric power distribution services in Brazil that present an organizational model and management practices that can meet the needs of the low income population with high quality and efficiency, as well as innovations introduced in these cases. The consumers’ of low-income definition in the extent of the Law 10,438 includes all the consumers with a monthly consumption of up 80 kWh/month, registered in social programs and below certain defined regional limit for ANEEL (National Agency of Electric Power). The objective, furthermore, was to provide an understanding of the organizational trends and of the new business models applied to the provision of electric power distribution services for the poor, the critical factors for success as well as failure, and the lessons that can be learned from these experiences. Thus it will be possible to generate hypothesis about the alternative approaches to the provision of electric power distribution services for the poor. The article has been divided into four parts, plus this introduction: first some concepts related to the BOP strategy will be reviewed, the experiences in which the model was applied, a brief characterization of the power distribution system and the organizations that have adopted models to attend the low income population. Then we will present a brief description of the methodology and, followed by the cases selected for a more thorough study that embody the organizational strategies adopted by distribution organizations to attend the low income population, adjusted to the reality and the social, economic and institutional context, and, finally, the conclusions. 1. The Business Model in the Bottom of the Pyramid (BOP) Bottom of the social and economic pyramid is the definition of the four billion individuals, in emerging countries, whose per capita yearly income is below E$1,500 or US$ 3,000 in PPP (Purchase Power Parity), a segment of the population that has become the target of companies and organizations not only for the provision of their consumer needs, but also as a new business opportunity [10]. According to Sachs [11], poverty, defined as lack of income, can be divided into three different levels: extreme poverty, moderate poverty and relative poverty. The World Bank defines extreme poverty [12] as the situation in which the income is less than US$ 1 a day, measured in terms of purchase power parity. This means that families cannot satisfy their basic survival needs, are chronically hungry, without access to health, drinking water and sanitation, lack of access to education for some or all their children, live in a rudimentary shelter and do not have access to basic articles like clothes and shoes. Moderate poverty, defined as the situation in which the income ranges from US$1 to US$2 a day, refers to conditions in which the basic needs are satisfied, but with extreme difficulty. Relative poverty is defined by a family income level below a certain percentage of the average national income, meaning lack of access to goods and services that the middle class enjoys. Recently, researchers and managers have preferred to use the term “low income sector” (LIS) to refer to segments of the BOP market [13]. The Low Income sector includes persons in the condition of extreme or moderate poverty, and the main argument to include them is that they are not inserted in the market economy and do not benefit from economic growth. What characterizes the market is not so much the lack of income, but the lack of conditions to access goods and services. The population in the three segments of poverty (extreme, moderate and relative) do not have their needs satisfied in a significant way, as, for example, access to water and sanitation services, electricity and basic health services, many live in informal dwellings, without any formal title of property, depend on the informal market to get jobs and live in conditions of subsistence, being penalized for the conditions in which they live, that is, pay higher prices for basic goods and services than wealthier consumers, and frequently receive lower quality goods and services, so that they are incapable of escaping poverty. In Brazil, the low income market totals 114.5 million, accounting for 65% of the population, but holding just 22.6% of the total family income, US$ 171,585.3 million in PPP. About 86% of this sector (LIS) lives in urban areas [10] and not in rural areas. The Bottom of the Pyramid business model – BOP – is seen as a promising approach for the reduction of poverty, because it addresses three fundamental factors: scale, permanence, and efficiency and efficacy. A more effective answer to global poverty requires the capacity of scale, an intervention that will affect not thousands, but millions of individuals; initiatives that can be implemented for generations, so they have to be lasting and permanent; and cannot depend, in the last instance, of finite resources and the attention of managers, in its political and bureaucratic process. The rapid growth in emerging economies cannot be sustained in the face of mounting environmental deterioration, poverty, and resource depletion [14]. Given the dimension of the problem and the scarcity of resources, an effective answer must also include the most productive allocation of these means. Empirically, industries and markets have shown the capacity to operate massively, in a permanent and efficient way [13]. The traditional form of increasing the consumption capacity of low income populations has been to offer free products and services according to the welfare model, through charity and social assistance, or through the supply of public goods and services. These solutions are not very effective, as they are not sustainable, making the production of these goods and services economically unfeasible and, when offered as public goods and services, generating market distortions and deficiencies – in the case of free products – which compromise their availability in the long term and the quality of goods and services.
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